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4 Ways That Health Organizations Benefit From a Unified CRM

Gabby Weiss
A broad range of healthcare focused organizations depend on member and donor database software to manage relationships with supporters. From Health Foundations and Retirement or Assisted Living facilities, to Community Health Systems that span states or regions, though they have a diverse set of missions and directives, the common thread running through each is that these are the organizations that Americans trust to keep them safe and healthy throughout their lives. Building this type of trust is important in every instance where a health organization interacts with patients, volunteers, and donors. In a world where patients place high value on receiving personalized care, it is important to build your brand as an organization that cares about your supporters as individuals and delivers a unique and intentional experience in all of your interactions. This is easy to do with a powerful CRM that enables collecting, tracking, and segmenting personal data effectively. Here are four instances where that is important for healthcare organizations.

1. Keeping your work funded

Securing funding healthcare and health research is an important focus of many health organizations, which manage major donors, planned giving programs, grants, and more. During every step of the giving process, donors to health organizations look for the same level of professionalism and personal attention that they expect when receiving healthcare, and bad experiences during the donation process can impact their perception of the organization as a whole. It’s important for online fundraising to utilize clean, simple, and easy to use forms, showing donors that they can trust your organization to provide them a simple and satisfying experience. For the long-term relationships necessary for effective major donor and planned giving programs, your donor database software should give your team the ability to track all of the information that they’ll need to remember about each donor - from detailed contact history to the contact information for their family members and financial planners. Storing all of the information that you need about your donors in one place means that over time and between multiple staff members, you’ll never lose track of important details and can provide donors with a personal, caring relationship.

2. Mass communications made personal

Donors appreciate personalized approaches to fundraising, which take into account their history and relationship with your organization. Do they give because your organization has cared for them or a loved one? Have they been a supporter for years or are they a relatively new face? Collecting this data and segmenting your list so that supporters receive unique communications that are tailored to their circumstances helps establish your organization's reputation of paying close attention to and caring about each person. Using a unified CRM is important when doing any type of mass communication, so that the message can be tailored based on all available data. Whether someone is an online or offline donor, an active digital presence or a dedicated in-person volunteer, having all of that information in one place means that your communications with them can be easily personalized based on their methods and levels of involvement.

3. Managing volunteers

Volunteers are similar to donors in many ways; they devote their time and energy to your organization for the same reasons that others support you financially. Managing volunteers in a way that makes them feel valued and keeps them coming back again and again requires multiple tools in addition to personal communication. Simple online sign-up forms make it easy for new volunteers to get involved, and even easier for staff to track on the back-end. Customizable ranking systems like EveryAction’s Engagement Points allow volunteer managers to easily identify the most active supporters when you need them, and other volunteer management tools allow users to quickly pull contact lists of volunteers based on factors such as their preferred type of volunteer activity or the time of day that they are typically available.

4. Holding events

Hosting events is a great way to engage your communities, and as with every other interaction, your supporters expect a smooth, simple, and enjoyable experience. Creating a positive event experience for your supporters is critical, whether at a volunteer action, a fundraising gala, or simply a social event for friends of the organization. Using a CRM with event functions makes is simple to keep everyone happy, from easy-to-use online registration forms, to a mobile app that makes on-site check-in a breeze. Unified data means that you’ll know exactly who is attending your event, so you’ll be prepared to talk to everyone.


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Topics: CRM, healthcare